Method and device for advertising using an airline passenger seat service tray

ABSTRACT

An airline service tray assembly includes a service tray having a top surface and a bottom surface and brackets adapted to allow the service tray to move between an upright position wherein the top and bottom surfaces generally vertical and a down position wherein the top and bottom surfaces are generally horizontal. The service tray has a cavity sized and shaped for receiving an advertisement sheet therein and is adapted such that the advertisement sheet located within the cavity is at least partially viewable from the exterior of the service of the service tray. The cavity is preferably provided with a window through which the advertising sheet within the cavity can be at least partially viewed. The window is preferably located at the bottom surface so that the advertising sheet can be at least partially viewed when the service tray is in the upright position. The service tray also preferably includes a slot communicating the cavity to exterior space so that the advertising sheet can be inserted and removed from the cavity. Directed advertising sheets are placed in the service trays so that they are visible to seated aircraft passengers when the service tray is in its stowed position. The advertising sheets can be selectively removed and retained by the passengers.

CROSS-REFERENCE TO RELATED APPLICATIONS

[0001] The application claims the benefit of U.S. Provisional PatentApplication No. 60/250,988 filed on Dec. 04, 2000.

STATEMENT REGARDING FEDERALLY SPONSORED RESEARCH

[0002] Not Applicable

REFERENCE TO MICROFICHE APPENDIX

[0003] Not Applicable

FIELD OF THE INVENTION

[0004] The present invention generally relates to methods and devicesfor advertising goods and/or services to the general public and, moreparticularly, to a targeted group of potential customers using anairline service tray.

BACKGROUND OF THE INVENTION

[0005] Individuals and large companies spend large amounts of time andmoney to advertise or market their goods and/or services. Media foradvertising goods and/or services vary widely including, for example,old fashioned word-of-mouth, hand distributed or mailed leaflets,newspaper and magazine advertisements, billboards, promotional eventsand sponsorship thereof, radio and television advertisements, andelectronic advertisements on the Internet. The costs of the variousforms of advertising vary greatly, as do their success rates, dependingon many factors including demographics of the targeted audience, time,place, and duration of the ads, and many other unknown factors. Sincesociety and the economy are always changing, the marketing/advertisingindustry is always looking for new ways to reach large amounts ofpotential customers for relatively little cost. Accordingly, there is aneed in the art for improved method of advertising to a targeted groupof potential customers.

SUMMARY OF THE INVENTION

[0006] The present invention provides a method and device foradvertising which overcomes at least some of the above-noted problems ofthe related art. According to the present invention, a service trayassembly includes, in combination, a service tray having a top surfaceand a bottom surface and brackets adapted to allow the service tray tomove between an upright position wherein the top and bottom surfacesgenerally vertical and a down position wherein the top and bottomsurfaces are generally horizontal. The service tray has a cavity sizedand shaped for receiving an advertisement sheet therein and is adaptedsuch that the advertisement sheet located within the cavity is at leastpartially viewable from the exterior of the service of the service tray.

[0007] According to another aspect of the present invention, an airlineservice tray assembly includes, in combination, a service tray having atop surface and a bottom surface and brackets adapted to allow theservice tray to move between an upright position wherein the top andbottom surfaces generally vertical and a down position wherein the topand bottom surfaces are generally horizontal. The service tray has acavity sized and shaped for receiving an advertisement sheet therein andis adapted such that the advertisement sheet located within the cavityis at least partially viewable from the exterior of the service of theservice tray. The cavity is provided with a window through which theadvertising sheet within the cavity can be at least partially viewed.The window is located at the bottom surface so that the advertisingsheet can be at least partially viewed when the service tray is in theupright position. The service tray includes a slot communicating thecavity to exterior space so that the advertising sheet can be insertedand removed from the cavity.

[0008] According to yet another aspect of the present invention, amethod of advertising includes the steps of, in combination, providing aservice tray movable between a vertical position and a horizontalposition, providing an advertisement sheet having advertising indiciathereon, and placing the advertisement sheet within a cavity in theservice tray such that the advertising indicia is at least partiallyviewable from the exterior of the service tray.

[0009] From the foregoing disclosure and the following more detaileddescription of various preferred embodiments it will be apparent tothose skilled in the art that the present invention provides asignificant advance in the technology of methods and devices foradvertising. Particularly significant in this regard is the potentialthe invention affords for providing a high quality, reliable,inexpensive, advertising method and device. Additional features andadvantages of various preferred embodiments will be better understood inview of the detailed description provided below.

BRIEF DESCRIPTION OF THE DRAWINGS

[0010] These and further features of the present invention will beapparent with reference to the following description and drawings,wherein:

[0011]FIG. 1 is a rear elevational view of an airline passenger seathaving a service tray according to the present invention, wherein theservice tray is in an upright and locked position and no ad slick iscontained therein;

[0012]FIG. 2 is a side elevational view of the service tray of FIG. 1showing the service tray in an unlocked and intermediate positionbetween the stowed and locked position and a deployed position whereinan ad slick being inserted;

[0013]FIG. 3 is rear elevational view of the service tray of FIGS. 1 and2, wherein the service tray is returned to the upright and lockedposition and the ad slick is contained therein;

[0014]FIG. 4A is a cross-sectional view of the service tray taken alongline 4A-4A of FIG. 3;

[0015]FIG. 4B is a cross-sectional view similar to FIG. 4A but showingan alternative embodiment of the service tray according to the presentinvention;

[0016]FIG. 4C is a cross-sectional view similar to FIGS. 4A and 4B butshowing another alternative embodiment of the service tray according tothe present invention;

[0017]FIG. 4D is a cross-sectional view similar to FIGS. 4A, 4B, and 4Cbut showing yet another alternative embodiment of the service trayaccording to the present invention; and

[0018]FIG. 5 is a side elevational view of the service tray in adeployed position.

[0019] It should be understood that the appended drawings are notnecessarily to scale, presenting a somewhat simplified representation ofvarious preferred features illustrative of the basic principles of theinvention. The specific design features of the airline service tray asdisclosed herein, including, for example, specific materials dimensions,orientations, locations, and shapes of the various components, will bedetermined in part by the particular intended application and useenvironment. Certain features of the illustrated embodiments have beenenlarged or distorted relative to others to facilitate visualization andclear understanding. In particular, thin features may be thickened, forexample, for clarity or illustration. All references to direction andposition, unless otherwise indicated, refer to the orientation of theservice tray illustrated in the drawings. In general, up or upwardrefers to an upward direction within the plane of the paper in FIG. 1and down or downward refers to a downward direction within the plane ofthe paper in FIG. 1. In general, rear or rearward refers to a directiontoward the right within the plane of the paper in FIG. 2 and front orforward refers to a direction to the left within the plane of the paperin FIG. 2.

DETAILED DESCRIPTION OF CERTAIN PREFERRED EMBODIMENTS

[0020] It will be apparent to those skilled in the art, that is, tothose who have knowledge or experience in this area of technology, thatmany uses and design variations are possible for the improvedadvertising method and device disclosed herein. The following detaileddiscussion of various alternative and preferred embodiments willillustrate the general principles of the invention with reference to aservice tray 10 of an airline passenger seat 12. Other embodimentssuitable for other applications will be apparent to those skilled in theart given the benefit of this disclosure such as, for example, othertypes of service trays and/or other types of vehicles.

[0021] As best shown in FIGS. 1 to 5, the airline passenger seat 12 isprovided with the seat-back service tray 10. The service tray 10 islocated at the rear of the passenger seat 12 for use by a passengerseated in a passenger seat located behind the illustrated passenger seat10. Preferably, the service tray 10 is generally planar having agenerally planar forward or top side or surface 14 and a generallyplanar rearward or bottom side or surface 16 generally parallel to theforward surface 14. The service tray 12 also has opposed parallel top orrearward and bottom or forward longitudinal edges or sides 18, 20 andopposed parallel right and left lateral edges or sides 22, 24, whereinthe longitudinal edges 18, 20 are longer than the lateral edges 22, 24,to form a generally rectangular shape. The service tray 10 is preferablymovable between a stowed position or upright position (best shown inFIGS. 1 and 3) wherein the service tray 10 is secured or locked to thepassenger seat 12 so that the service tray 10 is out of the way of thepassenger when not in use and a deployed or down position (best shown inFIG. 5) wherein the service tray is above the lap of the passenger sothat the service tray 10 can support items on the top surface 14 duringin-flight food and beverage service and/or other desired times. In theupright position, the service tray 10 is generally vertical and parallelto the back or rear surface 26 of the passenger seat 12 with the forwardsurface 14 facing the rear surface 26 of the passenger seat 12 and therear surface 16 facing away from the passenger seat 12 and visible tothe passenger seated behind the passenger seat 12. In the down position,the service tray 10 is generally horizontal and perpendicular to therear surface 26 of the passenger seat 12 with the forward surface facing14 up and the rearward surface 16 facing down.

[0022] The service tray 10 is preferably attached to the passenger seat12 by a pair of arms or brackets 28 which are adapted allow the servicetray 10 to be moved between the upright and down positions. Theillustrated brackets 28 are secured to the lateral edges 22, 24 of theservice tray 10 and the lateral sides of the passenger seat 12. One endof the illustrated brackets 28 are connected to the passenger seat 12with pivotable connections so that the brackets are pivotable relativeto the passenger seat about a generally horizontal and laterallyextending pivot axis30 located at the passenger seat 12. The other endof the illustrated brackets 28 are connected to the service tray 10 withpivotable connections so that the service tray 10 is pivotable relativeto the brackets 28 about a horizontally and laterally extending pivotaxis 32. With these connections, the service tray 10 is manuallypivotable between the stowed and deployed positions.

[0023] Preferably, a latch or other securing device 34 is provided toselectively secure the service tray 10 to the passenger seat 12 when theservice tray 10 is in the stowed position. The illustrated latch 34 ispivotally connected to the passenger seat about a generally horizontaland longitudinally extending pivot axis 36. The latch 34 is manuallymoved from a locking position wherein the latch 36 interferes withoutward or rearward pivotable movement of the service tray 10 to holdthe service tray 10 in the upright position and an unlocking positionwherein the interference with the service tray 10 is removed so that theservice tray 10 can move to the down position. It is noted that othertypes of securing devices 34 can be utilized within the scope of thepresent invention.

[0024] The service tray 10 as described hereinabove, or a slightvariation thereof, is used in almost every commercial passenger planesuch as, for example, the Boeing 727, 737, and 737. According to thepresent invention, these known service trays are altered as describedhereinbelow to be used in the manner as described hereinbelow.

[0025] The service tray 10 is provided with a hollow interior pocket orcavity 38 which is at least partially visible through the rearwardsurface 16. The cavity 38 is sized and shaped for holding an advertisingsheet, insert or slick 40 therein so that the advertising slick 40 canbe viewed by the passenger seated behind the passenger seat 12 when theservice tray 10 is in the upright position. The advertising slick 40 ispreferably a rectangular 8.5×11 sheet of paper but can comprise othermaterial, sizes, and forms. Provided on the advertising slick 40 isadvertising or promotional indicia 42. The promotional indicia 42 canadvantageously include redeemable coupons. The advertising indicia 42can be such as those located in magazines of commercial airlines. Theadvertising slick 40 can advantageously be targeted to the passengers byincluding goods or services located at the departure or arrival city orairport such as, for example, parking facilities, rental car companies,hotels, air port or city restaurants, or tourist locations

[0026] As best shown in FIG. 4A, at least a portion of the rearwardsurface 16 preferably includes a transparent or translucent materialforming a window 42 so that the advertising slick 40 located within thecavity 38 can be viewed through the transparent window 42. Suitablematerials for the transparent window 42 are believed to be plexi-glass,Styrene, or like materials. The transparent window 42 can be co-moldedwith the remainder of the service tray 10 or separately formed andsecured to the service tray 10. Preferably, the transparent window 42 issized and shaped so that an advertising area of about 8.5 inches byabout 11 inches is viewable.

[0027] As best shown in FIG. 4B, the rearward surface can alternativelybe provided with at least one opening or aperture forming an open window44 so that the advertising slick 40 within the cavity can be viewedthrough the open window 44. It should be noted that a transparent sheetcould also be located within the cavity 38 to cover the open window 44in a manner such as the transparent window 42described above.

[0028] While the cavity 38 is preferably formed in the originalconstruction of the service tray 10 as described hereinabove, the cavity38 can alternatively be formed by an add-on device or member which issecured to an existing service tray. In this manner, existing servicetrays can be easily retrofitted to incorporate the present invention. Asbest shown in FIG. 4C, a frame member 46 is separately molded from theservice tray 10 and secured to the rearward surface 16 of the servicetray 10. The cavity 38 is formed between the rear surface of the servicetray 10 and the frame member 46. The frame member 46 can be secured tothe rearward surface 16 of the service tray 10 by any suitable mannersuch as, for example, adhesive or thermal welding. The illustrated framemember 46 is provided with a transparent window 42 but can alternativelybe provided with an open window 44. The frame member can be formed ofany suitable material such as, for example, a rigid or flexible plastic.

[0029] As best shown in FIG. 4D, a pocket member 48 is separately formedfrom the service tray 10 and secured to the rearward surface 16 of theservice tray 10. The cavity 38 is formed between opposed walls of thepocket member 48. The pocket member 48 can be secured to the rearwardsurface 16 of the service tray 10 by any suitable manner such as, forexample, adhesive or thermal welding. The illustrated pocket member 48is entirely formed of a transparent material but alternatively can beprovided with a transparent window 42 of smaller size or an open window44. The pocket member 48 can be formed of any suitable material such as,for example, a flexible or rigid plastic.

[0030] Preferably, at least one edge of the service tray is providedwith a slit or slot 50 that communicates the cavity 38 to the exteriorspace so that the advertising slick 40 can be easily inserted andremoved from the cavity 30. The illustrated service tray 10 has a slot50 located at the top longitudinal edge 18, that is, the edge 18 whichis located at the top when the service tray 10 is in the uprightposition. With the slot 50 located in this position, the latch 34retains the advertising slick 40 in the cavity 38 when the service tray10 is in the upright position so that the advertising slick 40 can onlybe removed from the cavity 38 when the latch 34 is unlocked. It is notedthat the slot 50 can be alternatively located at other edges 20, 22, 24and other means for retaining the advertising slicks 40 within thecavity 38 can be utilized such as, for example, separate latches,covers, doors, straps or the like. The illustrated service tray 10 isprovided with a pair of notches 52 along the slot 50 which are adaptedto allow the advertising slick 40 to be easily grasped for removal fromthe cavity 38. It is noted that while the illustrated embodiment of thepresent invention permits the passenger to remove the advertising slick40, the advertising slick 40 can alternatively sealed within the cavity38 or secured to the service tray 10 such that it cannot be easilyremoved by the passenger.

[0031] The advertising slick 40 is inserted into the cavity 38 of theservice tray 10 through the slot 50 by airline personnel prior to thepassengers boarding (similar to airline magazines being placed in theseat pockets prior to take off) the airplane. When the passengers boardthe airplane and are seated, the passengers are able to see theadvertising indicia 42 of the advertising slicks through the window 42which is directly in front of them on the back of the passenger seat 12in front of them. As best shown in FIG. 2, the passengers are able pivotthe latch 42 so that the service tray 10 can be manually pivoteddownward away from the passenger seat 10 about the pivot axis. With theservice tray 10 in an intermediate position between the stowed anddeployed positions, the passenger is able to remove the advertisingslick 40 and take it with them when they depart the aircraft so thatthey can refer to it at a later time or redeem coupons which may belocated on the advertising slick 40. The service tray 10 otherwiseoperates in a normal fashion so that it is selectively pivotable betweenthe stowed position wherein it is out of the way of the passenger andthe advertising slick 40 is visible (Best shown in FIG. 3) and thedeployed position wherein the service tray is generally horizontal withthe advertising slick 40 facing downward.

[0032] It can be appreciated from the above description that the presentinvention allows airline owners and/or operators to sell premiumadvertising spots within the aircraft. Service trays 10 are typically intheir upright position for about 90% of each flight. The advertisingslick 40 is in full view of the potential customer for the entireduration of the time the service tray 10 is in the upright position. Thepresent invention allows the airline owners and/or operators to generateadditional revenue by providing more premium advertising space yet doesnot require much funding or investment above what is currently spent onexisting service trays 10. Additionally, existing service trays 10 canbe easily retrofitted. The present invention also provides additionaland improved advertising opportunities for marketers of goods and/orservices to a targeted audience.

[0033] From the foregoing disclosure and detailed description of certainpreferred embodiments, it will be apparent that various modifications,additions and other alternative embodiments are possible withoutdeparting from the true scope and spirit of the present invention. Forexample, it will be apparent to those skilled in the art, given thebenefit of the present disclosure, that the forward surface 18 canadditionally or alternatively be provided with a transparent window toview the advertising slick when the service tray 10 is in the deployedposition. The embodiments discussed were chosen and described to providethe best illustration of the principles of the present invention and itspractical application to thereby enable one of ordinary skill in the artto utilize the invention in various embodiments and with variousmodifications as are suited to the particular use contemplated. All suchmodifications and variations are within the scope of the presentinvention as determined by the appended claims when interpreted inaccordance with the benefit to which they are fairly, legally, andequitably entitled.

What is claimed is:
 1. A service tray assembly comprising, incombination: a service tray having a top surface and a bottom surface;brackets adapted to allow the service tray to move between an uprightposition wherein the top and bottom surfaces generally vertical and adown position wherein the top and bottom surfaces are generallyhorizontal; and wherein the service tray has a cavity sized and shapedfor receiving an advertisement sheet therein and is adapted such thatthe advertisement sheet located within the cavity is at least partiallyviewable from the exterior of the service of the service tray.
 2. Theservice tray assembly according to claim 1, wherein the cavity isprovided with a window through which the advertising sheet within thecavity can be at least partially viewed.
 3. The service tray assemblyaccording to claim 2, wherein the window includes a transparent materialthrough which the advertising sheet within the cavity can be at leastpartially viewed.
 4. The service tray assembly according to claim 2,wherein the window includes an open through which the advertising sheetwithin the cavity can be at least partially viewed.
 5. The service trayassembly according to claim 2, wherein the window is located at thebottom surface so that the advertising sheet can be at least partiallyviewed when the service tray is in the upright position.
 6. The servicetray assembly according to claim 1, wherein the service tray is adaptedso that the advertising sheet can be at least partially viewed when theservice tray is in the upright position.
 7. The service tray assemblyaccording to claim 1, wherein the service tray includes a slotcommunicating the cavity to exterior space so that the advertising sheetcan be inserted and removed from the cavity.
 8. The service trayassembly according to claim 7, wherein the service tray includes atleast one notch at the slot so that the advertising sheet can graspedwhile in the cavity.
 9. The service tray assembly according to claim 1,wherein the cavity is at least partially formed by a separate membersecured to the service tray.
 10. The service tray assembly according toclaim 9, wherein the separate member is secured to the bottom surface ofthe service tray.
 11. The service tray assembly according to claim 9,wherein the separate member is in the form of a frame.
 12. The servicetray assembly according to claim 9, wherein the separate member is inthe form of a pocket.
 13. An airline service tray assembly comprising,in combination: a service tray having a top surface and a bottomsurface; brackets adapted to allow the service tray to move between anupright position wherein the top and bottom surfaces generally verticaland a down position wherein the top and bottom surfaces are generallyhorizontal; wherein the service tray has a cavity sized and shaped forreceiving an advertisement sheet therein and is adapted such that theadvertisement sheet located within the cavity is at least partiallyviewable from the exterior of the service of the service tray; whereinthe cavity is provided with a window through which the advertising sheetwithin the cavity can be at least partially viewed; wherein the windowis located at the bottom surface so that the advertising sheet can be atleast partially viewed when the service tray is in the upright position;and wherein the service tray includes a slot communicating the cavity toexterior space so that the advertising sheet can be inserted and removedfrom the cavity.
 14. A method of advertising comprising the steps of, incombination: providing a service tray movable between a verticalposition and a horizontal position; providing an advertisement sheethaving advertising indicia thereon; and placing the advertisement sheetwithin a cavity in the service tray such that the advertising indicia isat least partially viewable from the exterior of the service tray. 15.The method of advertising according to claim 14, wherein the step ofproviding the service tray includes providing a service tray with awindow through which the advertising sheet within the cavity can be atleast partially viewed.
 16. The method of advertising according to claim15, wherein the step of providing the service tray includes providing aservice tray with the window including a transparent material.
 17. Themethod of advertising according to claim 15, wherein the step ofproviding the service tray includes providing a service tray with thewindow on a surface such that the advertising sheet is viewable when theservice tray is in the vertical position.
 18. The method of advertisingaccording to claim 14, wherein the step of providing the service trayincludes providing a service tray with a slot communicating the cavityto exterior space so that the advertising sheet can be inserted andremoved from the cavity.
 19. The method of advertising according toclaim 14, wherein the step of providing the advertising sheet includesproviding at least one redeemable coupon on the advertising sheet. 20.The method of advertising according to claim 14, wherein the step ofproviding the service tray includes providing a service tray adapted tomount to an aircraft passenger seat.